2. Product
Process Price
Marketing Mix Physical
Layout
Marketing
Mix
Place
People Promotion
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2008 2

3. Promotion is not all about “selling”.
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4. Promotion is not all about advertising.
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5. communicates
Promotion
value about...
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6. Product
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8. Idea
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11. Brand | company
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12. promotion?
What then is
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13. “Describes the activities of communicating value
with existing customers & prospective customers.
”
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14. “
with
Describes the activities of communicating value
existing customers & prospective customers.
”
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15. Why with?
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16. 1
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20. 2
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21. 2006
An annual issue of Time’s magazine that features and profiles a man,
woman, couple, group, idea, place, or machine that quot;for better or for
worse, ...has done the most to influence the events of the year.quot;
© 2008 Berlin Asong. All rights reserved.
2009 21

22. Product
Process Price
Marketing Mix Physical
Layout
Marketing
Mix
Place
People Promotion
Other MM elements do
communicate.
© 2009 Berlin Asong. All rights reserved. 22

23. Promotion has the
to communicate...
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24. Promotion has the
to communicate...
Process
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27. “ used for communicating value
Tools
and building customer relationships.
”
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28. Philip Kotler & Gary Armstrong (2009) Principles of Marketing, 13Ed.
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29. Advertising Personal Selling
Outdoor Sales presentation
Print Trade shows
Radio Telemarketing
TV Samples
Internet
Mobile Sales Promotion
Discounts
Displays
Coupons
Public Relations Direct Marketing
Press Releases Catalogue
Speeches Internet
Sponsorships E-mailing
Newsletters Telemarketing
Annual Reports Mobile
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47. Personal presentation by the firm’s sales
“force for the purpose of making sales and
building customer relationships.
”
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57. 3,500
An average consumer is bombarded with
marketing communication messages per day.
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58. © 2009 Berlin Asong. All rights reserved. 59

59. In this lot, marketing messages get
“l o s t ”
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60. Marketing messages
contradict each other.
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61. You saw an advert on TV about a product. It ends with the message:
“available in all our stores”.You visited the company’s shop, only to find that
the product is unavailable. Even worst, sales assistant is unaware of it.
© 2009 Berlin Asong. All rights reserved. 62

62. Does your outdoor ad
“understand” your radio ad?
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63. Would your message be more | less effective if more
than two marketing communications media are used?
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64. How can I increase the chances that my target
audience receive and understand my messages?
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65. © 2009 Berlin Asong. All rights reserved. 66

66. Promotion mix must be
strategically integrated
to communicate a consistent, compelling value.
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67. Advertising
Public Personal
Relations Selling
Consistent,
clear value
Direct Sales
Marketing Promotion
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68. rules for successful integrated
marketing communications.
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69. 1
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70. © 2009 Berlin Asong. All rights reserved. 71

71. 2
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73. 3
Message! Message! Message!
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74. 4
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77. Philip Kotler & Gary Armstrong (2009) Principles of Marketing, 13Ed.
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81. Identify target audience
Determine objectives
Design message
Decide on media mix
Establish IMC budget
Implement IMC
Assess IMC Effectiveness
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82. Identify target audience
Determine objectives
Design message
Decide on media mix
Establish IMC budget
Implement IMC
Assess IMC Effectiveness
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83. who what how when where
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84. © 2009 Berlin Asong. All rights reserved. 85

85. Identify target audience
Determine objectives
Design message
Decide on media mix
Establish IMC budget
Implement IMC
Assess IMC Effectiveness
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86. Awareness
Knowledge
Liking
Preference
Conviction
Purchase
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90. Philip Kotler & Gary Armstrong (2009) Principles of Marketing, 13Ed.
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91. Existing Market New Market
Existing Product
Market Market
Penetration Extension
New Product
Product
Diversification
Development
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92. Specific Measurable Achievable Realistic Timed
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93. © 2009 Berlin Asong. All rights reserved. 94

94. Identify target audience
Determine objectives
Design message
Decide on media mix
Establish IMC budget
Implement IMC
Assess IMC Effectiveness
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95. Clear, simple, clever message
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96. Identify a marketing communication content
which you didn’t understand. What factors
could account for the misunderstanding.
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97. What to say?
How to say it?
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98. AIDA Model
Get
Attention
Hold
Interest
Arouse
Desire
Obtain
Action
© 2009 Berlin Asong. All rights reserved. 99

99. Rational
Appeal
Emotional
Appeal
Moral
Appeal
Humour
Appeal
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100. Rational
Appeal
Emotional
Appeal
Moral
Emotional
Appeal
Appeal
Humour
Appeal
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105. Rational
Appeal
Emotional
Appeal
Moral
Appeal
Humour
Appeal
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106. © 2009 Berlin Asong. All rights reserved. 107

107. © 2009 Berlin Asong. All rights reserved. 108

108. Rational
Appeal
Emotional
Appeal
Moral
Appeal
Humour
Appeal
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109. Rational
Appeal
Emotional
Appeal
Moral
Appeal
Humour
Appeal
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110. Identify target audience
Determine objectives
Design message
Decide on media mix
Establish budget
Implement IMC
Assess IMC Effectiveness
© 2009 Berlin Asong. All rights reserved. 111

111. Advertising Personal Selling
Outdoor Sales presentation
Print Trade shows
Radio Telemarketing
TV Samples
Internet
Mobile Sales Promotion
Discounts
Displays
Coupons
Public Relations Direct Marketing
Press Releases Catalogue
Speeches Internet
Sponsorships E-mailing
Newsletters Telemarketing
Annual Reports Mobile
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112. Identify target audience
Determine objectives
Design message
Decide on media mix
Establish IMC budget
Implement IMC
Assess IMC Effectiveness
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114. Identify target audience
Determine objectives
Design message
Decide on media mix
Establish IMC budget
Implement IMC
Assess IMC Effectiveness
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115. © 2009 Berlin Asong. All rights reserved. 116

116. © 2009 Berlin Asong. All rights reserved. 117